CAJ | 학술논문

创造和交换虚拟价值已成为广义虚拟经济时代的重要特征，顾客与企业间融洽关系的建立是创造顾客虚拟价值的主要来源。基于此，论文应用服务主导逻辑和关系营销理论，构建融洽关系对顾客感知价值（虚拟价值和使用价值）和顾客满意的影响模型。以北京某品牌汽车4S店为背景展开实证研究。结果表明，融洽关系中的两个维度，即愉悦互动和人际联系既对顾客感知享乐价值（虚拟价值）有着直接显著正向影响；又可通过顾客感知享乐价值对顾客满意产生间接影响。
창조화교환허의개치이성위엄의허의경제시대적중요특정，고객여기업간융흡관계적건립시창조고객허의개치적주요래원。기우차，논문응용복무주도라집화관계영소이론，구건융흡관계대고객감지개치（허의개치화사용개치）화고객만의적영향모형。이북경모품패기차4S점위배경전개실증연구。결과표명，융흡관계중적량개유도，즉유열호동화인제련계기대고객감지향악개치（허의개치）유착직접현저정향영향；우가통과고객감지향악개치대고객만의산생간접영향。
The generalized virtual economy is characterized by the creation and exchanging of customer perceived virtual value, and rapport between customers and firms is viewed as the main measure to create customer virtual value. Based on the service-dominant logic and relationship marketing theory, the paper develops a model of the different dimensions of rapport affecting customer perceived value (virtual value and economic value) and customer satisfaction. A questionnaire survey was carried out in a 4S shop of a ma-jor automobile manufacturer located in Beijing. Empirical results confirm that:Both enjoyable interaction and personal connection of rapport not only has direct, positive effects on customer perceived hedonic value (virtual value), but also exerts an indirect effect on customer satisfaction through customer perceived virtual hedonic value.